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OFFER AND PRICING CLARITY

Hide the price, hide the sale

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If you claim self-serve, the visitor should find a price — or an honest “starts at” — without a sales wall. Hiding plans two clicks away is not premium. It is a leak on the money path. If the path is sales on purpose, say so next to the primary CTA. Evergreen how-to: Offer and pricing clarity.

Who it is for, what they get, what it costs

Offer is not the slogan. Offer is who the page is for (and not for), what they get, and how to buy or book. CXL’s landing structure puts that decision band next to the ask, not in a footer accordion.

SiteRevenue scores Offer on the scorecard (0–10, higher = healthier). Hero is the fold/promise; Offer is who/price/path. Both map to the same engine key for letter-grade math. Older jobs may still say Offer Clarity. New full jobs emit the public label Offer.

A “starts at $49” ad that lands on a demo-only wall with no price path is also message match. Fix the page or the creative. Do not raise CPA first.

Risk reversal you claim must be findable — trial length, cancel, guarantee — not three clicks into a help center. That is check 12 on the checklist. Lock icons are not a policy.

Self-serve vs sales, on purpose

Both models convert. Lying about which one you are does not.

  • Self-serve: price or plan path on the public page, next to the primary.
  • Sales-led: calendar or “talk to us” as the honest next step, not a fake “Get started” that is a five-field form.

The sample is illustrative. Weak pricing near the hero is a labeled wireframe, not a named customer.

Dollar ranges inside findings are prioritization estimates, not financial advice and not a refund SLA.

How to ship this week

  1. Put who-it’s-for in one line on the fold.
  2. Put price, “starts at,” or an explicit sales path next to the primary CTA.
  3. Link the trial, cancel, or guarantee you already claim.
  4. Align the ad’s advertised number with the fold (why ads don’t convert).
  5. Re-audit after the public page is the one ads still hit.

Public pages only. We do not scrape your billing admin.

What this is not

  • Not a pricing-strategy workshop. We score findability, not your margin.
  • Not an Ads login. Optional competitor URLs on a full job are public HTML, fail-open.
  • Not a chatbot that negotiates discount copy.
  • Not a case study. No invented “+27% close rate.”

More notes: Dual CTAs split the click · Proof below the fold is decoration · All posts